This is why the subtitle is interesting on asking whether bidding for the new bandwidth is worth it. On one hand, it is obvious that this is a way of increasing the services that are being offered and, additionally, in amplifying the business. On the other hand, it is interesting to note that any amplification of the business will bring about initial high investment costs, as is notable in Google's case, for example.

It is interesting to note that, while all these entities are battling it out over the extension of the telecommunications spectrum, the entity gaining most out of this is, unlike other cases, the consumer. An extension of the spectrum means everything from new technologies to lower prices, because the competition between the main actors...

As such, in an international business perspective, the diversification of products and services as a direct consequence is likely to extend the overall clientele in a global market.
Finally, consumers are also driving future trends. As the article mentioned, they want openness, but they also have the means to encourage and determine that and the expansion of the spectrum helps provide that. Indeed, they are determining the diversification of the portfolio of products and services that is being offered to them, which makes it less of an oligopoly-type industry that will drive the consumers into the direction that the larger governing entities in the market want.